山东中烟工业公司泰山品牌营销战略研究2

I山东中烟工业公司泰山品牌营销战略研究摘要随着中国加入WTO之后，中国的经济得到了迅猛的发展，国际间的交流也越来越深。中国烟草行业也将面临着国际大型品牌的竞争。在这样一种环境下，我国的烟草行业提出了新的战略规划，“卷烟上水平”的伟大目标。将我国的高端烟草品牌的营销加快，加快市场化改革的进程，提高我国烟草行业品牌在国际行业上的竞争力，发挥出最好的水平。中国的烟草行业，从开始以来就是政府的重点照顾对象，中国烟草行业的一个重要特点就是专营专卖，在世界经济体的不断交流与融汇中，我国烟草业将会面临着来自世界的强大竞争，在组织结构以及品牌营销上面，未必能够赶上社会发展的需要。品牌营销上的固有思维、没有开拓的创新思维、完成任务的心态都将会在国内的烟草品牌的市场营销上面遇到相当大的挑战。山东中烟工业公司(以下简称山东中烟)作为“泰山”这个作为中国本土的大型烟草企业的强力品牌，在营销管理加入了品牌营销的方式，通过不断的完善品牌营销策略，重新定位以及对市场进行针对性策略，提高了“泰山”品牌的营销竞争力，取得了很多很好的经验。本文在总结出品牌营销战略的基础上，结合了山东中烟企业的现状，通过对品牌营销的分析，对目前的山东中烟的品牌营销战略上面，提出了一些改进的意见和方法。关键词：山东中烟；烟草；品牌营销战略IIAbstractWithChina'saccessiontoWTO,China'seconomyhasbeentherapiddevelopmentofinternationalexchangesincreasinglydeep.China'stobaccoindustrywillalsofaceamajorinternationalbrandcompetition.Insuchanenvironment,China'stobaccoindustryputforwardanewstrategicplan,thecigarettelevelgreatgoal.Thebrandofhigh-endtobaccomarketingtoaccelerate,acceleratetheprocessofmarketreform,improveourbrandintheinternationaltobaccoindustrysectorcompetitiveness,playthebestlevel.China'stobaccoindustry,sincethebeginningisthefocusofthegovernmenttotakecareoftheobject,animportantfeatureofChina'stobaccomonopolyfranchiseindustryisinconstantcommunicationwiththefusionofworldeconomies,China'stobaccoindustrywillbefacedwithstrongcompetitionfromtheworldintheorganizationalstructureandbrandmarketingabove,maynotbeabletocatchupwiththeneedsofsocialdevelopment.Inherentthinkingonbrandmarketing,nopioneeringinnovativethinking,thementalityofalltaskswillencounterconsiderablechallengesinthedomestictobaccobrandmarketingabove.ShandongTobaccoIndustrialCorporation(hereinafterreferredtoasShandongTobacco)asTarzanThisbrandChinaasastronglocalbigtobaccocompanies,inmarketingmanagementjoinedthebrandmarketingapproach,throughcontinuousimprovementofbrandmarketingstrategy,aswellasrepositioningmarkettargetedstrategiestoimprovetheTarzanbrandmarketingcompetitiveness,madealotofgoodexperience.Thispapersummarizesthebasisofbrandmarketingstrategy,combinedwiththecurrentsituationofShandongTobaccocompanies,throughbrandmarketinganalysis,thecurrentShandongTobaccobrandmarketingstrategyabove,madeanumberofsuggestionsforimprovementandmethods.Atpresent,ShandongTobaccobrandmarketingstrategyabove,madeanumberofsuggestionsforimprovementandmethods.Keywords：ShandongTobacco，Tobacco，brandmarketingstrategyIII目录摘要...................................................................................................................................................IAbstract............................................................................................................................................II第一章绪论.....................................................................................................................................1一、选题背景与研究意义.......................................................................................................1（一）选题背景...............................................................................................................1（二）研究意义...............................................................................................................2二、国内外研究现状...............................................................................................................3（一）国外研究现状.......................................................................................................3（二）国内研究现状.......................................................................................................4三、研究方法以及思路...........................................................................................................5（一）研究方法...............................................................................................................5（二）主要研究内容.......................................................................................................6（三）本文技术路线.......................................................................................................6第二章相关理论综述.....................................................................................................................8一、品牌营销的概念...............................................................................................................8（一）品牌营销的定义...................................................................................................8（二）品牌营销识别.......................................................................................................8（三）品牌营销定位理论...............................................................................................9（四）品牌营销战略.......................................................................................................9二、品牌营销战略理论...........................................................................................................9（一）品牌营销五大理论.............................................................................................10（二）品牌营销的模式.................................................................................................11（三）品牌营销的六大要素...................................................................